The Swix brand name was presented in a press conference on November 28, 1946 and this is the date that Swix regards as its birth date. Many professional skiers in Sweden were initially sceptical to the product, but favourable results by ?Swixed? skiers were the best possible advertisement. In the 1948 Olympics, all of the Swedish gold medal winners skied using the new Swix wax. Due to strict import restrictions, Swix could not be exported to Norway at the time. Astra, who had been selling pharmaceuticals to Norway since 1936 and had a Norwegian subsidiary, decided to establish its own production facility in Norway.